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Efficacité publicitaire d’une publicité directe par rapport à une publicité dramatique

Efficacité publicitaire d’une publicité directe par rapport à une publicité dramatique

Indrani Mukherjee / Pousali Banerjee

53,85 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Psicología
ISBN:
9786208961237
53,85 €
IVA incluido
Disponible

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Sobre IBD

Efficacité publicitaire des publicités directes par rapport aux publicités dramatiques de produits de consommation périssables présentées sur un support visuel à de jeunes adultes - hommes et femmes. L’enquête était une expérience de laboratoire (impliquant un plan factoriel 2*2). L’efficacité de la publicité a été mesurée à l’aide d’un 'indice d’efficacité publicitaire'. L’ANOVA à deux voies a été utilisée pour vérifier la véracité ou la fausseté des hypothèses de recherche établies au préalable.

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